PENGARUH HEDONIC SHOPPING MOTIVATION DAN FASHION INVOLVEMENT TERHADAP IMPULSIVE BUYING PRODUK FAST FASHION MELALUI POSITIVE EMOTION PADA GENERASI Z PENGGUNA SHOPEE DI JAKARTA

Maria Al Qibthya (Universitas Negeri Jakarta)
Dita Puruwita (Universitas Negeri Jakarta)
Ivan Putranto (Universitas Negeri Jakarta)

Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Vol. 12 No. 3 (2026): Volume 12 No. 3, September 2026 Produce

This research investigates the effect of hedonic shopping motivation and fashion involvement on impulsive buying of fast fashion items among Generation Z Shopee users in Jakarta, both directly and through positive emotion as a mediating factor. Applying a quantitative PLS-SEM approach with 154 respondents obtained through purposive sampling, the findings reveal that hedonic shopping motivation and fashion involvement lead to impulsive buying through distinct psychological pathways, with positive emotion functioning as the central mechanism linking both to impulsive buying. These findings broaden the Stimulus-Organism-Response framework and offer practical implications for Shopee and fast fashion sellers in strengthening emotion-based marketing strategies.